Political Memo; For G.O.P. Arsenal, 133 Words to Fire

By MICHAEL ORESKES, Special to The New York Times

Published: September 9, 1990

WASHINGTON, Sept. 8—
Saying good things about yourself and bad things about your opponent may seem basic, in life as much as in politics. But now, specific advice on which names to use has been drawn up and a list is being distributed to Republican state legislative candidates across the country.

The list was compiled by a conservative Republican group, Gopac, which tested the names with focus groups, those gatherings that market researchers use to see how people respond to campaign themes, ideas and advertisements. A result was a list of 133 words that Gopac urges candidates to use to put down their opponents and to praise themselves.

'Like Any Tool'

''The words and phrases are powerful,'' says a Gopac mailing to candidates. ''Read them. Memorize as many as possible. And remember that like any tool, these words will not help if they are not used.''

Gopac's oratorical, to say nothing of political, inspiration is Representative Newt Gingrich of Georgia, who is the Republican Whip and Gopac's general chairman. The group's name was formed by an elision of G.O.P. and P.A.C., for political action committee, although Gopac is not legally a political action committee and is not supposed to be engaged in Federal campaign efforts. Mr. Gingrich's public speaking style has awed and infuriated his colleagues.

The Gopac mailing says candidates often say plaintively, ''I wish I could speak like Newt.'' The mailing continues, ''That takes year of practice.'' But to help aspiring Gingriches on their way, the list is being provided.

''So often, legislative candidates are not used to speaking and not used to putting together phrases with sound-bite words,'' said Kay Riddle, executive director of Gopac.

Last week, after the group's efforts became known and were criticized by some Democrats, Mrs. Riddle conceded that suggesting the word traitor might have been a bit much. ''What I'm going to do is send out a letter to everyone who got the original,'' she said. ''Traitor was inadvertently used. It was in no way meant to imply patriotism or lack of patriotism. When we do use it, we would mean it more as traitor to the district, someone elected as a moderate who became a liberal.'' #63 Other Words But that still leaves 63 other words that Gopac recommends ''to define our opponents'' and ''create a clear and easily understood contrast.'' It continues: ''Apply these to the opponent, their record, proposals and their party.'' A few of these words are: decay, sick, unionized bureaucracy, greed, corruption, radical, permissive, bizarre.

To accentuate differences, Gopac also recommends that candidates select from a list of 69 ''optimistic positive governing words'' that Gopac suggests candidates use to describe themselves and their platforms. They include: opportunity, challenge, courage, pristine, principle(d), care, caring, common sense, peace, pioneer.

Mr. Gingrich's opponents were not amused.

''We've always known that Gingrich was a modern-day McCarthy, but I'm surprised he would admit it by putting it in writing,'' said David Worley, the Democratic candidate challenging Mr. Gingrich for election in Georgia.

Tony Blankley, Mr. Gingrich's spokesman, said Mr. Gingrich was involved in budget negotiations and was not available for comment. Mr. Blankley and Mrs. Riddle said they were not sure Mr. Gingrich had ever actually seen the list of recommended words. But it arrived with a Dear Friend cover letter in which Mr. Gingrich said he hoped the glossary, entitled ''Language, a Key Mechanism of Control,'' would help Republican candidates in their campaigns.

Mr. Blankley added: ''Obviously, the general concept is something Newt has been pressing in his public speaking for a long time, that Republicans need to use vivid language to describe the values of people we oppose politically.''

Photo: Representative Newt Gingrich led a group that compiled a list of the most effective words for candidates to use in criticizing opponents and praising themselves. (Paul Hosefros/The New York Times)